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Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
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“Srinivasan et al. (2016) find that higher levels of customer activity on social media lead to disengagement (i.e., Facebook unlikes).”
From A strategic framework for artificial intelligence in marketing (2021) · cites this paper as Srinivasan et al. (2016)
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Cited by
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Understanding customer experience throughout the customer journey
Lemon, K. N., & Verhoef, P. C. (2016) · Journal of Marketing · doi:10.1509/jm.15.0420 · Cited by 5,765
A strategic framework for artificial intelligence in marketing
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Metadata
- Authors
- Srinivasan, S., Rutz, O. J., & Pauwels, K.
- Affiliations
- Boston University (US)
- University of Washington (US)
- Özyeğin University (TR)
- Corresponding author
- Rutz, Oliver J.
- Venue
- Journal of the Academy of Marketing Science
- Published
- 2015-03-14
- Volume
- 44
- Issue
- 4
- Pages
- 440-453
- ISSN
- 0092-0703 (ISSN-L)
- 1552-7824
- OpenAlex
- W2021128188
- Cited by
- 255
- References
- 38
- Citations by year
- 2026: 10 · 2025: 24 · 2024: 28 · 2023: 27 · 2022: 18 · 2021: 34 · 2020: 39 · 2019: 18 · 2018: 24 · 2017: 18 · 2016: 12 · 2015: 3
- FWCI
- 58.50
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- www.springer.com/tdm (tdm)
- Locations
- Journal of the Academy of Marketing Science (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- eResearch@Ozyegin (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- path to purchase, earned media, owned media, paid media, customer engagement, search engine advertising, marketing mix, price, advertising, distribution, fast-moving consumer goods, low-involvement products, sales drivers, consumer behavior
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